January 12th - 2008

WIRED OFFICE: Video tours may be the next big thing in online marketing

Consumer surveys consistently reveal that potential homebuyers want to see lots of pictures in online listings.

Consumer surveys consistently reveal that potential homebuyers want to see lots of pictures in online listings. If you are a REALTOR® looking for that cutting edge online marketing strategy, “moving pictures” or video tours may be for you.

Advances in technology have made videos easy to edit, upload to a computer, and distribute online on Web sites like YouTube, Facebook, Yahoo, Google or iTunes. As well, more people today have the broadband service to support the extra bandwidth streaming required for video. The advantage of posting home tour videos on these Web sites is that it exposes the listing to hundreds of thousands of Internet surfers. From a homebuyers perspective, video also offers the ultimate ‘virtual tour’ experience.

Video tours are more like a self-contained commercial or mini movie as compared to traditional virtual tours which simply present a series of still photos. The video tour can be posted on your Web site and even distributed on CDs or DVDs to customers. The beauty of video tours is they can “walk” people through a house or a neighbourhood to show off key features. With video, you can add narration and background music along with the 360-degree panoramic tour.

The cost to hire a professional to shoot video tour averages anywhere between $100 and $400 per tour, but can go into the thousands depending on the production.  With this in mind, some REALTORS® reserve video tours for their larger, more expensive listings as it’s often better to use still shots for a small home. The 360-degree tour may not work well for a smaller home, and you need to be more selective in the way you photograph it so you’re not “running into walls.”

Some video tour Web-hosts can provide referrals of videographers in your area, and many virtual tour providers are now expanding into video services as well. There are full service companies that can look after everything for you. You call and tell them where the property is located and they shoot the video and post them on the Web for you. However, there are also partial do-it-yourself solutions where you create the images and text and submit them to the company and they provide templates and Web-hosting services. Or there’s the total do-it-yourself solution whereby you purchase a video camera (or use your digital or cell phone camera) and software that enables you to create and upload your own video.

Choosing the do-it-yourself route and making a video can be a lot trickier than simply using still photos. Keep in mind that viewers will not be satisfied with amateur video.  Also, with limited time – usually no more than two to three minutes – you need to consider what the home’s best and most visually appealing features are, what to include and what not to include. How will you highlight the selling points in a movie using lighting and perspective? And, where should you set up the camcorder and tripod? The last thing you want is an unprofessional video tour to make you or your clients look bad. In most cases, unless you are skilled, it’s usually best to leave the filming to the professionals.

Also keep in mind: keep the video devoid of personal items for security reasons. The problem with video is that you may be providing potential buyers with a tour, but may also provide potential burglars with the layout and inventory of items in someone’s home.

Whether you do it yourself or use a service, there are some technical considerations for video home tours. Find out from your Web-host if viewers will need to download a “plug-in” to see the tour. If additional software is required, many people won’t bother. Also ensure the tour can be played regardless of the viewers Internet service provider and that the tour images are good quality, but small enough to be downloaded quickly even on a dial-up Internet connection.

If you decide to splurge and use a full-service company, choose carefully and be sure to see samples of their work. Some companies may not have the best camera people and you really need someone who has a good eye and who keeps up with technology. Finally, you want to promote the fact that you are using video tours on your Web site because, for now anyway, you’ll be differentiating yourself in the eyes of buyers and sellers from the rest of the pack. Visit the following links for more information on the various options available for creating video tours.

www.voyager360.com/
http://www.turnhere.com/
http://www.wellcomemat.com/
http://www.hipcast.com/

Do-it-yourself video tips
When it comes to online videos, remember what you post will have an impact on your image and that of your business. For truly professional results, it’s best to hire a professional videographer. However, if you do decide to create your own video listings, keep the following tips in mind:

  • Avoid jerky camera movements and always use a tripod or monopod if possible.
  • Quick camera movements can be very disorienting. To ensure your viewers don’t become ill while watching your video tours, slow down when zooming or panning and never zoom and pan at the same time.
  • You should take at least 30 seconds to complete a full zoom (moving from the camera’s widest angle to the end of its optical zoom).
  • Panning camera movements should also be slow and smooth. To prevent jerky camera movement at the beginning of the shot, start panning before you press the record button.
  • Always shoot more video than you think you need. You can edit what you don’t need later, but it will be difficult to go back for something you missed.

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For more information contact

Ontario Real Estate Association

Jean-Adrien Delicano

Manager, Media Relations

JeanAdrienD@orea.com

416-445-9910 ext. 246

Ontario Real Estate Association
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